Granada Brings Heinz Salad Cream To Emmerdale

Granada has secured Heinz Salad Cream as the sponsor of ITV1’s Emmerdale, in a deal worth £6 million.

The six-month deal begins in May and includes sponsorship of the 30-year-old soap on ITV1 and ITV2. The tie-in will use the strapline: “It’s all going on” in an attempt to connect with viewers as they sit down in front of the TV to eat their evening meal.

Brokered by Granada Enterprises and Starcom Motive, the deal includes opening and closing break bumpers designed by Leo Burnett, as well as on-air and off-air promotions.

Commenting on the sponsorship, Gary Knight, executive director of commercial ventures and Granada Enterprises, said: “”Emmerdale and Heinz Salad Cream are a great partnership, and we are very pleased that such a well loved and well known iconic brand is sponsoring one of our longest-running programmes.”

Emmerdale has enjoyed something of a renaissance over the past few years, going from three nights a week to five in September 2000. The programme has also shifted away from its traditional rural focus and now includes more sensational storylines. The soap now regularly attracts over 10 million viewers (see below).

In a separate development, Granada has secured Topps Tiles as the sponsor of ITV1’s new interior design show, Home On ITV1. It has also signed Buitoni as the sponsor of LWT’s forthcoming restaurant review programme, Dinner Dates, which is to be presented by Italian chef and restaurateur, Aldo Zilli.

Granada: 020 7620 1620 www.granadaenterprises.com

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